The purpose of this study is to analyze the effect of halal labeling, product quality, brand image, and price perception on purchasing decisions for KAF Fried Chicken. The population of this study consists of students of Universitas Muhammadiyah Purwokerto. The sampling method used is purposive sampling with a sample size of 110, based on several predetermined criteria, such as consumers who have made more than one purchase of KAF Fried Chicken. The results of regression analysis show that halal labeling has a positive and significant effect on purchasing decisions, product quality has no effect and not significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and price perception has no effect and significant effect on purchasing decisions.